J. Walter Thompson highlights tedium of office work in RAF ad

J. Walter Thompson has unveiled a new interactive recruitment TV

spot for the Royal Air Force which avoids the usual images of fighter

jets in action.

The spot is composed of vignettes of people in civilian working life and

highlights the tedium of office work. These images range from a bored

worker playing solitaire on her computer to an upset woman retreating to

a toilet cubicle to kill time. The RAF is then presented as a positive

alternative. The spot ends with the line: "Don't work for a limited


The new RAF film for COI Communications will represent first time any of

the armed forces have used interactive TV. Viewers will be able to click

on footage to find out more about different careers in the RAF, from

engineering to catering.

Alistair Wood, the creative director at JWT, said: "The poignancy and

truth of the situations it portrays will strike a chord with many."

Peter Buchanan, the deputy chief executive at COI Communications, added:

"It makes people question their own personal motivations in their


The ad was written by Huw Rowlands, art directed by Alastair Scully and

directed by Malcolm Venville at Therapy Films. Media planning is by

Manning Gottlieb Media and buying is by MediaVest.

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